World

How Dan Bilzerian’s Ignite Cannabis is Dealing with Canada’s Cannabis Act and Health Canada

Published

6 years ago

March 17, 2020

This month Dan Bilzerian’s Ignite International will take over Canada. Ignite’s team has worked hard to comply with restrictions implemented by Canada’s Cannabis Act and Health Canada.

Despite the obstacles, Ignite is accomplishing goals to ensure the trust of customers globally. Being a horizontally integrated company, Ignite has solidified partnerships with exceptional growers and manufacturers in Canada. Dan Bilzerian and his team want the best, and their search to obtain and maintain quality and dosage are not finished.

Ignite’s Global Head of Cannabis, Gene Bernaudo, discussed some of the challenges the brand has faced and how they are overcoming each, to show how consistent Ignite is in all aspects of the business.

Q: What was the process and timeline for CX Industries to sign the exclusive agreement with Ignite International Brands to supply premium cannabis & CBD products?

Bernaudo: As some may have heard, we are no longer doing business with CX Industries. I can’t really discuss the circumstances of the split. What I can tell you is, we have since partnered with CannMart a leading processor and distributor of cannabis in Canada. This was very strategic in nature. One of the reason we chose CannMart as a partner is because they do not have a grow. I bet you a bunch readers are scratching their heads right now. Yes, you read that right, we did not want to partner with a large commercial Licensed Producer, producing the same mediocre product as everyone else in the industry. A partnership with CannMart solidified processing and distribution channels which allowed my team and I to focus on sourcing product from craft growers who are producing small batch, high-end cannabis. With this strategy we were able to move very quickly. We finalized our partnership with CannMart in Dec 2019 and are launching Canada with 10 skus on March 13, 2020. We chose to start with the infamous BC market and scale our way across Canada.

Q: Canada’s ad industry has strict laws against celebrity endorsements for pot products. Did this play a factor in the naming of the company? Has Dan Bilzerian had to make any sacrifices to get Ignite into Canada?

Bernaudo: Dan is the CEO of Ignite International Brands, Ltd. This allows us some leeway in how he can speak about the products. I would say our approach is similar to the approach Bruce Linton took back in the early days when he was out doing roadshows and promoting Tweed. As far as sacrifices go, I wouldn’t call them sacrifices I would call them strategic adjustments. We have had to adjust the type of content we post and ensure we are compliant in all markets we do business in. To me this is a great sign, it means we continue to grow as a global brand and evolve as a business. At the end of the day, we are a cannabis company but we are also an International FMCG company (Fast moving Consumer Goods) which means we have to be able to pivot and adjust strategies based on regulations in jurisdictions we are doing business in. When you have one of the best marketing teams in the world backed by a social media genius it’s easier to get the job done.

Q: Ignite has plenty of celebrity endorsements posts on social platforms such as Nikita Dragun, Cardi B, and Jake Paul. Is this the most effective marketing strategy for Ignite? If so, how has Canada’s Cannabis Act been an issue?

Bernaudo: The celebrity endorsements you are referring to are not for our cannabis products. Most, if not all of your references endorse our CBD line and in the U.S. there is no rule against that. It’s a pretty level playing field up here, the only real issue the Cannabis Act has imposed on us is we cannot use our iconic Goat Head logo as it depicts an animal or fictional character and can be deemed to appeal to children. Rules are rules and we have been happy to abide by them.

Q: Dan Bilzerian highlighted having one proprietary device that holds THC, CBD, and Nicotine all in one so, he decided to attack the Juul market. How will this translate in Canada, knowing they have a temporary halt on the production of flavored e-cigarette pods?

Bernaudo: Great question, the vape market in Canada from a nicotine perspective has been a disaster from the start. I 100% agree with Health Canada’s stance here. Nicotine use amongst young people is the highest it’s ever been and its largely due to flavored e-liquid in all its forms. I don’t agree with a ban, but what I can tell you is Health Canada is consistent in how they regulate. Similar regulations will apply to nicotine. E-liquid flavors and or packaging/logos cannot “evoke a positive or negative emotion or ‘way of life’ such as one that includes glamour, recreation, excitement, vitality, risk or daring.” We do have a nicotine strategy for Canada, its largely based on waiting for regulations to be implemented, waiting for trade to open up again in China (due to Coronavirus) and of course, for the ban to be lifted. We have made major headway with the device in question and it will most likely be introduced first in Canada with THC and CBD pods as regulations permit its use.

Q: Dan Bilzerian markets Ignite Cannabis as an active lifestyle to sway from the original stigma of laziness. Canada’s Cannabis Act prohibits pot companies to “evoke a positive or negative emotion or ‘way of life’ such as one that includes glamour, recreation, excitement, vitality, risk or daring.” Luckily, Ignite is still able to conduct this kind of promotion in the US. Do you believe this was a loophole that helped the brand’s message reach Canadians?

Bernaudo: I think having a social reach of 43 million followers definitely helps get our message out there in any form we want to deliver it. I wouldn’t call it a loophole as we are not using it as such. We are an International company and post content and product placement ads on social channels conforming to regulatory requirements where the particular product we are advertising is being sold.

Q: What other obstacles have Ignite faced in expanding into Canada?

Bernaudo: The only obstacle we have faced in Canada is product procurement. The biggest challenge has been securing products out here that meet our team, including Dan’s, criteria. We are happy to recently have forged some solid partnerships with amazing craft growers that will ensure we are able to distribute quality, consistent cannabis products across Canada. All the retailers and Provincial boards have been very supportive, and we look forward to working closely with them to bring our products to consumers.

Q: What are Ignite’s launch plans for this week in Canada? Will Dan Bilzerian be in attendance?

Bernaudo: Our BC launch event will be held this Friday, March 13th, at Bar None in Downtown Vancouver. Dan will be on the ground the day prior to meet with partners and industry leaders as we continue to grow relationships north of the border. He will also attend the launch event alongside hundreds of partygoers eager to celebrate Ignite’s Canadian Launch.

World

More Named Storms — Is Your Luxury Pergola Ready?

Published

3 hours ago

December 11, 2025

Jenny Jackson

The National Oceanic and Atmospheric Administration (NOAA) predicted a 60% chance that the 2025 Atlantic hurricane season would be above normal. The administration said to watch for between 13 and 19 total named storms — those with winds of 39 mph or higher.

For homeowners in hurricane-prone regions, this raises an urgent question: are your outdoor spaces ready to weather the storm?

PERGOLUX, a leader in durable outdoor structures, designs powder-coated aluminum pergolas with adjustable louvers to withstand the harshest environments.

“Today’s outdoor living spaces face the wrath of nature’s extremes,” says Tim Heneveld, Country Director of PERGOLUX North America. “Hurricanes, tropical storms, and flash floods bring powerful winds exceeding 100 mph. Their relentless rain and rising floodwaters can quickly devastate unprepared structures. If you want to protect your investments, resilient design is essential.”

Is your aluminum pergola and louvered roof ready to take on intense storms?

The open-air elegance of patio pergolas with slat roofs is perfect for a gentle breeze, but can make them vulnerable to the violent forces of hurricane winds. These storm winds pack powerful uplift and lateral forces.

Wind uplift occurs when gusts of wind flow beneath the roof, generating upward pressure that can lift the entire structure off its base. Lateral forces push a pergola horizontally, causing it to lean or even collapse.

The key defense against these powerful forces? A reinforced frame.

“Strong, well-engineered frames act as the backbone of your pergola,” notes Heneveld. “Aluminum is the ideal material for a pergola’s frame. It combines the strength needed to resist bending or breaking with a lighter weight that reduces strain on the foundation.”

PERGOLUX’s pergolas feature reinforced frames engineered to withstand intense storms with confidence. In fact, their latest model, the Skydance Series 3 Pergola, is specially crafted to endure winds up to 165 mph, which means that even when fierce hurricanes like Milton sweep through, these pergolas remain intact.

Reinforced aluminum frames designed with thickened beams and precision connections stand up to wind uplift and lateral pressure. Hurricane-rated bolts, brackets, and screws hold everything tightly together to prevent ‌weak points that storms so often exploit. When each joint is reinforced and well-anchored, your pergola can remain a steadfast retreat despite the wildest weather. Thicker beams and columns combined with robust engineering techniques give these pergolas superior strength. Extra support brackets, hidden fasteners, and precise assembly methods ensure the frame endures.

Elevated bases can protect your luxury pergola from floods

Along with high winds, storms bring torrential rain. Rising water can undermine structural footings and rot wooden materials, which can destabilize the entire installation.

An elevated base is a strategic line of defense. “By constructing your pergola on raised concrete footings or piers, you create a gap between the ground and the structure,” notes Heneveld. “During a flood, it keeps the water at bay. The elevation also prevents erosion caused by pooling rainwater.”

The best-quality outdoor pergolas offer high-grade materials and cutting-edge engineering

The key element of any storm-ready outdoor structure is its materials. PERGOLUX chooses 6063-T5 aluminum, a marine-grade alloy renowned for its incredible strength and exceptional resistance to corrosion, even when exposed to salty sea air and humid conditions.

“A wooden or vinyl pergola may look great at first,” says Heneveld, “but they often require costly upkeep or replacement after just a few seasons of storm damage. Our reinforced aluminum pergolas will give you years of worry-free durability. It will remain strong and look fantastic, no matter the weather.”

PERGOLUX’s advanced engineering solutions also protect what is inside the structure. Their patented RainLUX™ integrated gutter system channels rainwater away, preventing leaks that can damage furniture and floors.

“We offer a 10-year warranty to back up all of our claims,” Heneveld says. “It’s our commitment that these structures will protect your home’s exterior environment for years to come. We want you to focus on enjoying the moments that matter in your pergola, not on the coming storms.”

Practical outdoor living tips to prepare your louvered pergola kit before storm season

Even the strongest pergola will fare better when prepped for a coming storm. “Make sure to secure your loose items,” Heneveld warns. “Before a storm, remove furniture, planters, and décor. All of these can become hazardous projectiles.”

When homeowners hear that a storm is on the way, they will want to fully secure any screens or panels. Removing detachable panels before severe weather will help protect the pergola by reducing wind resistance.

Homeowners will want to take the time to routinely inspect and maintain their pergolas. A quick check for loose fasteners or other small signs of wear goes a long way in preserving the pergola’s strength.

“Combine simple preparation with a reinforced, elevated, and expertly engineered structure, and you’ll have an outdoor space built to last,” Heneveld concludes. “Investing in a storm-ready pergola is about so much more than just avoiding damage. You’re preserving a lifestyle. A long-lasting pergola will bring you years of shaded summer barbecues and fresh-air morning coffees.”